GOLD
Title: Johnnie Walker
Agency: Bartle Bogle Hegarty
Author: Ben King, Dorothea Gartland
Creative Director: John O'Keeffe
Art Director: various
Copywriter: various
Client: Guinness UDV
Product: Johnnie Walker (range)
The challenge to Johnnie Walker was to make the whisky brand a global
icon again, which led planning to question exactly what a global icon
was and how they could convey it without being cliched. Rather than
concentrating on either Red Label or Black Label Johnnie Walker,
planning focused on the core emotional territory of progress, which soon
translated into the imperative "keep walking".
SILVER
Title: Always
Agency: D'Arcy
Author: Ali Bucknall
Creative Director: Nick Hastings
Art Director: Mim Sorrentino
Copywriter: Maddy Morris
Client: Procter & Gamble
Product: Always
Planning discovered that while product innovation drove the Always
brand, standout was needed in the brand's advertising to distinguish it
from other femcare brands. Planning tapped into P&G's unbeatable
knowledge of menstruation and paved the way for advertising to produce
category-challenging conventions.
BRONZE
Title: Monster.com
Agency: Saatchi & Saatchi
Author: Craig Mawdsley
Creative Director: Dave Droga
Art Director: Nik Studzinski
Copywriter: Gavin Kellett
Client: Monster.com
Product: Monster.com
Planning decided to forget it was talking about a dotcom with
monster.com, forcing the need to look at brand values and discover
insights to build trust in it. By not focusing on the internet benefits
of speed and ease, the advertising helped it to escape being a dotbomb.
